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ML0015

SMU MBA Assignments 4th Sem Retail Operations Management ML0015 – Services Marketing and Customer Relationship (Set 1 and 2)

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Tenzin Kunchok
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138 views2 pages

ML0015

SMU MBA Assignments 4th Sem Retail Operations Management ML0015 – Services Marketing and Customer Relationship (Set 1 and 2)

Uploaded by

Tenzin Kunchok
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Fall 2011

Master of Business Administration MBA Semester 4


ML0015 Services Marketing and Customer Relationship Management - 4 Credits Assignment Set 1 60 Marks

Note: Each question carries 10 Marks. Answer all the questions. Q.1 Explain the concept of service design and service delivery in services marketing. [10 marks]

Q.2

What do you understand by customer defined service standards? Explain its relevant in services marketing. [10 marks]

Q.3

Mention the different types of services with few examples and briefly give a note on service sector. [10 marks]

Q.4 Construct a service gap for an imaginary service based company assuming that there are several gaps found in its functioning. [10 marks]

Q.5. Examine the recent issues in services marketing. [10 marks]

Q.6 Duress Components Ltd. wants to use technology in its CRM system. Kindly help the company with suitable suggestions. [10 marks]

Fall 2011

Master of Business Administration-MBA Semester 4


ML0015 Services Marketing and Customer Relationship Management - 4 Credits Assignment Set 2 60 Marks

Note: Each question carries 10 Marks. Answer all the questions. Q.1 a. What is services marketing? Explain its importance. [5 marks] b. Is there any need to segment services? Give reasons for your answer. [5 marks]

Q.2 a. What do you mean by CRM? Is it important in services marketing? [5 marks] b. Give a note on integrated service marketing mix. [5 marks]

Q.3 Mention the 5 engines of e-CRM and explain the process involved. [10 marks]

Q.4 Explain the concepts of customer retention and Customer life time value with its applicable strategies. [10 marks]

Q.5 Mentor Institute provides educational support services to different colleges and universities. Now, they want to start consulting services for distance education programmes and career counseling. Suggest some steps on how to market their consulting services once it gets initiated. [10 marks]

Q.6

According to you, what are the customer expectations and customer responses if they dont receive the desired service quality? If you were the service provider, how would you address customer complaints and conflicts? [10 marks]

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